What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
Wooing B2B buyers: The search is far from over
There's still a lot of back and forth: Offline factors influence online activity, and vice versa, for a merging of the online and the offline worlds. In an audio podcast discussion, as well as the accompanying BriefingsDirect multimedia video podcast, I helped plumb the depths of Enquiro's findings and then vetted them through the experiences of B2B search engine ZoomInfo.
It seems that businesses, whether they're small or global 2000 concerns, are buying more supplies using search at some point in the B2B procurement process. Some people begin and end a procurement journey with search. They actually buy the products through a strictly search-dependent process.
Yet many still use a combination of word-of-mouth, search and traditional information gathering to guide them to the best deals on the most goods.
To find out just how much B2B buying behaviors are shifting, Enquiro Search Solutions conducted a survey earlier in 2007. They found that online search was consistently employed throughout the entire buying process, from awareness right through to purchase.
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